With the recession hot on their heels, consumers have been hungry for value this year – escalating tension between buyers and suppliers. But our Suppliers of the Year have seen the bigger picture, reports Nic Paton
The relationship between buyers and suppliers could not be described as a love-in at the best of times and it would be deluded to think that a second year of recession (and its far from buoyant economic aftermath) hadn't put it under immense additional pressure. Yet somehow, amid the gloom, star suppliers continue to shine.
It's difficult to overstate the achievement of the 32 suppliers named best in class in this year's The Grocer Suppliers of the Year Survey. It's impressive enough that they've been identified as excelling by the very people who are usually their fiercest adversaries the buyers. But to succeed in such a tough economic climate surely elevates this year's winners to another level.
Judged by leading buyers from the nation's supermarkets, wholesalers and buying groups for their quality of produce, reliability of supply, category management and NPD, the suppliers identified as top of their game were praised for their "reliability", "adaptability", "category knowledge" and "service" as well as their "alignment", "innovation" and "partnership" underscoring the ongoing evolution in the buyer/supplier relationship.
To be named category champion is a plaudit in itself. But in June, the winners (two from each of 16 categories) will get the chance to compete for the ultimate prizes, the titles of Branded Supplier of the Year and Own-Label Supplier of the Year at The Grocer Gold Awards at Guildhall in London (see over). That's not stopping them from commenting frankly on the tough negotiating environment, though.
"I'd say yes, the conversations have probably got more aggressive, but that's to be expected," says Barony Universal managing director Stewart Shaw, winner of this year's personal goods own-label supplier category. "Consumers are expecting lower prices and they have less money to spend. And as brands come down in price, so that puts the pressure on own label."
Martin Brewis, sales director at Allied Bakeries winner of the branded bread and bakery supplier category also attests to a "sharpening up" in relations. And Austin Sugarman, managing director of Fine Foods International, winner in the own-label hot beverages category, talks of suppliers being caught between the rock of a recession and the hard place of rising commodity prices and falling currency values.
There will always be tensions but the recession has encouraged suppliers and buyers to pull in the same direction, sharing information and insight where appropriate and working to develop and advance categories as a whole, as well as individual bottom lines.
In an environment where shoppers' priorities are changing rapidly, the ability of suppliers and retailers to understand, pre-empt or even lead those changes has become paramount.
"Every retailer has different shoppers and different needs and strategies," says Geraldine Huse, UK customer business development (sales) general manager at Procter & Gamble, which won the household goods branded supplier category. "One of the things we have learnt is that everyone wants great value, but what people say is great value can be quite different. Some are focused more on price and some more on high quality that gives good value for money. So you have to find your way across the spectrum."
The company has been focusing on NPD and on "immersive consumer research". Such research is also high on the agenda at Coca-Cola Enterprises, winner of the branded supplier soft drinks category, which launched a "category vision" programme at the start of this year.
"Customers have been looking to their big brands to stand up and beat this recession out," says vice-president of strategic marketing and planning, Craig Smith. "Our above-the-line support and promotional activity has been up. Price remains important, but value even more so."
Greencore, winner in the own-label bread and bakery and ambient meals solutions categories, is yet another business to have launched such a programme. "Rather than selling a 'one size fits all', it is about developing more specific ranges for individual retailers," says commercial director for cakes and desserts, Andy Ainley.
It's a strategy that has also been key for R&R Ice Cream, winner in the own-label frozen category, and Kellogg's, the branded cereal winner, while, United Biscuits UK, winner of the branded biscuits and cakes category, has focused on future drivers of the snacking category as a whole, with a £1m investment in consumer research.
Of course, downturn or no downturn, price will always be one of the absolutely central conversations in any buyer/supplier relationship. The key is to have a strong joint business plan, says Dave Pogson, UK sales director at Cadbury, winner in the branded confectionery category. "And I have to stress the word 'joint'," he says.
Nick Bunker, president of Kraft Foods UK and Ireland, winner in both the chilled and hot beverages branded supplier categories, agrees. "Price always has to be part of the discussion, but it is more about creating growth within the category through product innovation. It's about creating relationships that are mutually beneficial."
The economic climate has created a strong appetite for promotional activity as well as a focus on "added value" and highly targeted NPD, adds Allied's Brewis. "But there has not been a change in trading relationships per se. What there has been is a change in tactics. Retailers are choosing different levers such as loyalty cards, rather than permanent price promotions."
Evidence of the emphasis on collaboration can be seen at both Diageo and Heinz, which have boosted their sales and customer marketing teams significantly. "Retailers want you to understand their shoppers and what they are trying to do at both a corporate and category level," says David Smith, sales director at Diageo, which won the branded alcoholic drinks category. "They also want strong brands, but they want strong brands that are going to deliver for them."
Heinz, which won the branded supplier, canned, title, has developed new 'category adviser' roles to move away from a purely commercial or transactional relationship.
"What is becoming more important is building a truly joint agenda with trade customers," says Phil Jones, UK and Ireland vice-president sales. "We need retailers and retailers need us, so it is about working together to develop trade partners."
A golden opportunity
The 32 category winners from the own label and branded suppliers survey will now go head-to-head at The Grocer Gold Awards on 16 June. The event, which is sponsored by Emarket, Imperial Tobacco, Lloyds TSB, News International and Reach, has moved to a new venue this year, London's spectacular Guildhall, and features four new award categories: Food & Drink Brand of the Year, Alcoholic Drink Brand of the Year, Employer of the Year and Technology & Logistics Supplier of the Year. Last year tickets for the event, which is attended by leading figures in the food and drink industry, sold out and this year they're already selling like hot cakes so if you don't want to miss out on the industry's most prestigious event download the booking form at www.thegrocer.co.uk/goldawards.
Alcohol
Branded winner: Diageo
Buyers' view: Strong "innovation, reliability, delivery, promotions, strategy and management skills"; "a very strong stable with good NPD". Company's view: New Smirnoff flavours and the rollout of Baileys Coffee have helped grow the category, according to David Smith, sales director. Pre-mixed spirits have also been a growth area while the customer marketing department has been doubled in size to help with availability.
Own label winner: Halewood International
Buyers' view: "Reliable as well as locally sourced."
Company's view: "In the past 12 months, Halewood has faced increased competition, increased raw material costs and a rapidly shrinking economy," says marketing director Graham Oak. "We are still seeing growth in branded products. However, with many consumers now on tighter budgets, own-label products are becoming increasingly popular."
Ambient Meal Solutions
Branded winner: General Mills
Buyers' view: "Good alignment to our agenda for trading, and they have grown our joint business strongly, based on a foundation of customer focus and utilising a strong account team who turn things round quickly and are adaptable".
Company's view: "The launch of Wanchai Ferry last year was supported both in-store and with national consumer and trade PR and advertising," says sales director Andy Foweather.
Own label winner: Greencore Group
Buyers' view: "Greencore is good on detail"; "good customer service and NPD".
Company's view: "This award reflects how well we work as a team, a team that includes our customers, with whom we collaborate very closely," says Renny Hemingway, commercial director for Greencore Grocery. "The environment remains challenging, yet we have managed to grow our business. We have a real focus on improving quality and fulfilling customer and consumer needs."
Biscuits & Cakes
Branded winner: United Biscuits
Buyers' view: "Through strategic alignment with our trading objectives they delivered category-leading growth"; and they excel at "flexibility, adaptability and promotion planning".
Company's view: New products, such as McVitie's Mini Croissants, as well as additional flavours and variants helped support the trade last year, says Paul Graham, UK sales director, while healthier reformulations went down well.
Own label winner: Burton's Foods
Buyers' view: "Reliability and quality", while the company is also commended for "working very closely with us to develop a new range".
Company's view: "A top-to-toe review of how we manage this side of the business result has been a best-in-category approach to managing retailer relationships and producing products, packaging and formats that help drive volume and value growth," says sales director Richard Crabtree.
Bread & Bakery
Branded winner: Allied Bakeries
Buyers' view: "Excellent service level and sales support"; does a "brilliant job" at managing the account and building relationships with key members of the business as well as offering "a good promotional plan all year round, with reliable availability"; also commended for the launch of its Little Big Loaf.
Company's view: "The Little Big Loaf was a fantastic initiative but also very simple," says Martin Brewis, sales director.
Own label winner: Greencore Group
Buyers' view: Greencore Group has won the admiration of one buyer "because of their excellent work in understanding the customer and the marketplace with particular reference to seasonal and event opportunities".
Company's view: "We have reformed our licensing strategy and have been spending a lot of time on understanding our customers better," says Andy Ainley, commercial director for cakes and desserts.
Canned
Branded winner: Heinz
Buyers' view: Heinz understands customer needs and offers "strong account management and reliability"; it is "category-focused", with "good price-marked packs", and is "the most proactive supplier in the category".
Company's view: Recent innovations include doubling the tactical field sales team's size and improving availability from 93.5% to 96.4%, says Phil Jones, vice-president sales at Heinz UK & Ireland.
Own label winner: Premier Foods
Buyers' view: "Numerous new contracts awarded this year bringing manufacturing back to UK from Continental Europe. A strong own-label team with a can-do attitude". Others cite Premier's "good availability, pricing and consistent quality".
Company's view: "It was about boxing clever for the consumer and offering strong value within a climate of intense promotional activity," says Richard Fell, director of canning and commercial brands.
Cereal
Branded winner: Kellogg's
What the buyers said: "Strong promotions, focus on driving profit and under-performing lines, plus a category-driven approach"; Totally Chocolatey Squares is a "simple product" appealing to all, while Krave is "healthy and delicious".
Company's view: While promotions, pack size flexibility, good marketing and NPD are all important, "it still comes down to the people who interact with the customer", says Mike Taylor, UK sales director.
Own label winner: Weetabix
Buyers' view: "Good focus on health within the new product development delivered in 2009. Weetabix were also strongly strategically aligned and supported Asda's Every Day Low Pricing strategy, in-store execution was strong, and they delivered substantial operational change without impacting supply".
Company's view: "We're delighted buyers have recognised the service we provide and our hard work," says a spokesman.
Chilled
Branded winner: Kraft Foods
Buyers' view: "Kraft's strategy on [the relaunched] Philadelphia was key in our nomination. A strong category team has helped develop the business." It also garners plaudits for its constant development and review of the snacking cheese category.
Company's view: "With Philadelphia, we increased investment in research and marketing, our promotional and store spend," says Nick Bunker, UK and Ireland president.
Own label winner: Kerry Foods
Buyers' view: Buyers across the board talk of its understanding of the market and its emphasis on "producing consistently top-quality products".
Company's view: "We have invested significant resources in understanding the consumer and category trends: convenience, health and value," says Frank Hayes, director of corporate affairs. "Our emphasis has also been on innovation and high-quality restaurant-style added-value items."
Confectionery
Branded winner: Cadbury
Buyers' view: "True partners"; "tailored product solutions, category management insights"; "a strong and sensible promotion strategy and an innovative approach to packaging".
Company's view: Wispa Gold plus an "aggressive" push into bite-size chocolates with Raisin Clusters and Caramel Nibbles were key innovations, agrees Dave Pogson, UK sales director, as consumers appreciated affordable treats in the recession.
Own label winner: Tangerine Confectionery
Buyers' view: "Good quality, much improved service, and great account management". Others praise the "very wide portfolio" of the company.
Company's view: The acquisition of rival Monkhill in 2008 extended the portfolio and reach, agrees group marketing manager Helen Hartley. "Another key emphasis has been on more natural flavours and colours. This year we will be moving to 100% natural flavours and colours," she adds.
Crisps, nuts and snacks
Branded winner: Walkers
Buyers' view: "Unequalled category insight also in-store kit solutions. Do Us a Flavour was a brilliant way to drive sales"; Its promotional strategy, intensive execution, quality and account management are also commended.
Company's view: "We constantly raise the bar, providing unrivalled category insight and advice, promotions, NPD and marketing," says Jason Richards, vice-president of sales for PepsiCo UK & Ireland.
Own label winner: Tayto (Northern Ireland)
Buyers' view: "Good service levels, excellent quality"; others describe it as "easy to deal with".
Company's view: Focusing on basics product improvement, customer service and more space-efficient packaging has helped Tayto achieve its high rating, says commercial director John McQuaid. "We have also placed a greater emphasis on multiple customers looking to drive retailer-brand crisps and snacks."
Dairy
Branded winner: Unilever
Buyers' view: "Delivery of the most joined-up strategy, consequently delivered the strongest KPIs of all the BSM suppliers." Also cited is Unilever's work in delivering a national and local promotional campaign leading to "significant" growth in-store for brands such as Bertolli.
Company's view: Activity on Flora was centred around its Cooking in Schools initiative as well as its Gary Rhodes-fronted campaign for Flora Buttery.
Own label winner: Arla Foods
Buyers' view: "They consistently deliver, achieving 100% supply direct to stores over the worst of the winter weather." Others praise its "strong account management skills", flexibility and reliability.
Company's view: "Our focus on delivering 100%-service levels on time and in full is key," says business unit director for commercial Simon Stevens. "Our real challenge this year was coping with the panic buying of milk during the snow."
Frozen
Branded winner: McCain Foods
Buyers' view: "McCain's has helped drive cagtegory sales through understanding our business, excellent national advertising, consistent quality, full availability and ongoing promotional programmes, backed by a co-operative team".
Company's view: "We are pleased our investment to grow the category through our It's All Good strategy and focus on innovation has been recognised," says Nick Vermont, regional CEO.
Own label winner: R&R
Buyers' view: "An excellent year from a supplier committed to service and availability. It has a thorough understanding of the market and meets all expectations". Others praise its consistency, quality and prompt response to requests.
Company's view: While there has been some trading down in the recession, "the biggest trend has been the premium home-cinema night market a real shot in the arm", says marketing director Phil Griffin.
Hot Beverages
Branded winner: Kraft Foods
Buyers' view: "Prolific promotional activity"; "supportive in terms of promotional/availability to the exit strategy". The launch of Kenco 150g eco-refill pack was also praised as "the way forward to save unnecessary packaging".
Company's view: Kenco has been on a "sustainability journey" since 2008, says UK and Ireland president Nick Bunker, including switching to Rainforest Alliance beans and the launch of the eco-refill pack.
Own label winner: Fine Foods International
Buyers' view: "They have breadth of knowledge in their market, while keeping flexibility to be adaptable".
Company's view: "A lot of the emphasis has been on low prices, with some shoppers trading down," says managing director Austin Sugarman. "Suppliers are also having to contend with rising commodity prices and falling currency values. But there has also been a desire for NPD, sustainability and Fairtrade products."
Household
Branded winner: Procter & Gamble
Buyers' view: "An aggressive promotional strategy that drove category value, also good account management". Also praised are its "market-leading promotions", improved service and NPD.
Company's view: Launches such as Ariel Gel and Ariel and Flash with Fabrese helped to drive the category, says Geraldine Huse, UK customer business development (sales) general manager, with its Fairy Heritage campaign also working well.
Own label winner: McBride UK
Buyers' view: "Outstanding quality and service"; "product development speed and accuracy of execution"; "Proactive in spotting opportunities".
Company's view: "We have more insight now into both the consumer and the market, which enables us to react quickly with NPD or promotions," says Andrew Leydon, head of marketing in the household division. "There is also more customisation and differentiation of products."
Meat, Fish and Poultry
Branded winner: Lyons Seafoods
Buyers' view: Buyers across the board cite its "strong promotional support" as having been key to building the brand.
Company's view: "Key innovations included a wholesale revamp of the brand with new-look packaging," says Paul Vita, marketing director. "Gondola and promotional activity in multiples helped drive impulse purchases and attract new shoppers, as did the launch of Ready-to-Eat Smoked King Prawns."
Own label winner: Crown Chicken
Buyers' view: "Excellent service and quality"; "a prime example of a first-class product".
Company's view: "It is about reacting to buyer requests and ideas within 24 hours," stresses commercial manager Dennis Manley, as well as more frequent top-up shopping. A key innovation was the launch of larger chicken packs into Spar six months ago, followed by a brand redesign at the start of this year.
Personal
Branded winner: Unilever
Buyers' view: "Good relationship, with NPD that helped deliver growth, and strong promotional plan on the key lines"; "aggressive promotional plan" has helped to drive value in the category.
Company's view: "With innovative launches such as Sure Maximum Protection, and memorable ads, we meet shopper needs and work with retailers to ensure they merchandise effectively," says Matt Close, home and personal care marketing director.
Own label winner: Barony Universal
Buyers' view: "100% service, with difference and innovation".
Company's view: The company has successfully bounced back from a major fire in March 2009, which destroyed more than £1.3m of components and packaging, says MD Stewart Shaw. "A recovery plan achieved 100% service to most customers by the end of May. We have also appointed an analyst to establish a new customer service team and a chemistry PhD to improve our R&D."
Soft drinks
Branded winner: Coca-Cola Enterprises
Buyers' view: "Strong promotional strategy, good availabilities, account management skills, effective ads"; success in "driving distribution gaps"; "reliability of deliveries and brand execution".
Company's view: Coca-Cola remained the growth engine in 2009 "but the turbo-charger has been the energy segment", says Craig Smith, vice-president strategic marketing and planning, with key launches Relentless in 2006 and Monster last year.
Own label winner: Cott Beverages
Buyers' view: "A massive improvement in service level and new product development"; "great quality, service, account management, product development"; "technological expertise" and supply chain efficiencies.
Company's view: "Success requires a strong focus on quality at best cost. High service levels and active supply chain collaboration are a basic requirement," says Steve Corby, UK sales director.
The relationship between buyers and suppliers could not be described as a love-in at the best of times and it would be deluded to think that a second year of recession (and its far from buoyant economic aftermath) hadn't put it under immense additional pressure. Yet somehow, amid the gloom, star suppliers continue to shine.
It's difficult to overstate the achievement of the 32 suppliers named best in class in this year's The Grocer Suppliers of the Year Survey. It's impressive enough that they've been identified as excelling by the very people who are usually their fiercest adversaries the buyers. But to succeed in such a tough economic climate surely elevates this year's winners to another level.
Judged by leading buyers from the nation's supermarkets, wholesalers and buying groups for their quality of produce, reliability of supply, category management and NPD, the suppliers identified as top of their game were praised for their "reliability", "adaptability", "category knowledge" and "service" as well as their "alignment", "innovation" and "partnership" underscoring the ongoing evolution in the buyer/supplier relationship.
To be named category champion is a plaudit in itself. But in June, the winners (two from each of 16 categories) will get the chance to compete for the ultimate prizes, the titles of Branded Supplier of the Year and Own-Label Supplier of the Year at The Grocer Gold Awards at Guildhall in London (see over). That's not stopping them from commenting frankly on the tough negotiating environment, though.
"I'd say yes, the conversations have probably got more aggressive, but that's to be expected," says Barony Universal managing director Stewart Shaw, winner of this year's personal goods own-label supplier category. "Consumers are expecting lower prices and they have less money to spend. And as brands come down in price, so that puts the pressure on own label."
Martin Brewis, sales director at Allied Bakeries winner of the branded bread and bakery supplier category also attests to a "sharpening up" in relations. And Austin Sugarman, managing director of Fine Foods International, winner in the own-label hot beverages category, talks of suppliers being caught between the rock of a recession and the hard place of rising commodity prices and falling currency values.
There will always be tensions but the recession has encouraged suppliers and buyers to pull in the same direction, sharing information and insight where appropriate and working to develop and advance categories as a whole, as well as individual bottom lines.
In an environment where shoppers' priorities are changing rapidly, the ability of suppliers and retailers to understand, pre-empt or even lead those changes has become paramount.
"Every retailer has different shoppers and different needs and strategies," says Geraldine Huse, UK customer business development (sales) general manager at Procter & Gamble, which won the household goods branded supplier category. "One of the things we have learnt is that everyone wants great value, but what people say is great value can be quite different. Some are focused more on price and some more on high quality that gives good value for money. So you have to find your way across the spectrum."
The company has been focusing on NPD and on "immersive consumer research". Such research is also high on the agenda at Coca-Cola Enterprises, winner of the branded supplier soft drinks category, which launched a "category vision" programme at the start of this year.
"Customers have been looking to their big brands to stand up and beat this recession out," says vice-president of strategic marketing and planning, Craig Smith. "Our above-the-line support and promotional activity has been up. Price remains important, but value even more so."
Greencore, winner in the own-label bread and bakery and ambient meals solutions categories, is yet another business to have launched such a programme. "Rather than selling a 'one size fits all', it is about developing more specific ranges for individual retailers," says commercial director for cakes and desserts, Andy Ainley.
It's a strategy that has also been key for R&R Ice Cream, winner in the own-label frozen category, and Kellogg's, the branded cereal winner, while, United Biscuits UK, winner of the branded biscuits and cakes category, has focused on future drivers of the snacking category as a whole, with a £1m investment in consumer research.
Of course, downturn or no downturn, price will always be one of the absolutely central conversations in any buyer/supplier relationship. The key is to have a strong joint business plan, says Dave Pogson, UK sales director at Cadbury, winner in the branded confectionery category. "And I have to stress the word 'joint'," he says.
Nick Bunker, president of Kraft Foods UK and Ireland, winner in both the chilled and hot beverages branded supplier categories, agrees. "Price always has to be part of the discussion, but it is more about creating growth within the category through product innovation. It's about creating relationships that are mutually beneficial."
The economic climate has created a strong appetite for promotional activity as well as a focus on "added value" and highly targeted NPD, adds Allied's Brewis. "But there has not been a change in trading relationships per se. What there has been is a change in tactics. Retailers are choosing different levers such as loyalty cards, rather than permanent price promotions."
Evidence of the emphasis on collaboration can be seen at both Diageo and Heinz, which have boosted their sales and customer marketing teams significantly. "Retailers want you to understand their shoppers and what they are trying to do at both a corporate and category level," says David Smith, sales director at Diageo, which won the branded alcoholic drinks category. "They also want strong brands, but they want strong brands that are going to deliver for them."
Heinz, which won the branded supplier, canned, title, has developed new 'category adviser' roles to move away from a purely commercial or transactional relationship.
"What is becoming more important is building a truly joint agenda with trade customers," says Phil Jones, UK and Ireland vice-president sales. "We need retailers and retailers need us, so it is about working together to develop trade partners."
A golden opportunity
The 32 category winners from the own label and branded suppliers survey will now go head-to-head at The Grocer Gold Awards on 16 June. The event, which is sponsored by Emarket, Imperial Tobacco, Lloyds TSB, News International and Reach, has moved to a new venue this year, London's spectacular Guildhall, and features four new award categories: Food & Drink Brand of the Year, Alcoholic Drink Brand of the Year, Employer of the Year and Technology & Logistics Supplier of the Year. Last year tickets for the event, which is attended by leading figures in the food and drink industry, sold out and this year they're already selling like hot cakes so if you don't want to miss out on the industry's most prestigious event download the booking form at www.thegrocer.co.uk/goldawards.
Alcohol
Branded winner: Diageo
Buyers' view: Strong "innovation, reliability, delivery, promotions, strategy and management skills"; "a very strong stable with good NPD". Company's view: New Smirnoff flavours and the rollout of Baileys Coffee have helped grow the category, according to David Smith, sales director. Pre-mixed spirits have also been a growth area while the customer marketing department has been doubled in size to help with availability.
Own label winner: Halewood International
Buyers' view: "Reliable as well as locally sourced."
Company's view: "In the past 12 months, Halewood has faced increased competition, increased raw material costs and a rapidly shrinking economy," says marketing director Graham Oak. "We are still seeing growth in branded products. However, with many consumers now on tighter budgets, own-label products are becoming increasingly popular."
Ambient Meal Solutions
Branded winner: General Mills
Buyers' view: "Good alignment to our agenda for trading, and they have grown our joint business strongly, based on a foundation of customer focus and utilising a strong account team who turn things round quickly and are adaptable".
Company's view: "The launch of Wanchai Ferry last year was supported both in-store and with national consumer and trade PR and advertising," says sales director Andy Foweather.
Own label winner: Greencore Group
Buyers' view: "Greencore is good on detail"; "good customer service and NPD".
Company's view: "This award reflects how well we work as a team, a team that includes our customers, with whom we collaborate very closely," says Renny Hemingway, commercial director for Greencore Grocery. "The environment remains challenging, yet we have managed to grow our business. We have a real focus on improving quality and fulfilling customer and consumer needs."
Biscuits & Cakes
Branded winner: United Biscuits
Buyers' view: "Through strategic alignment with our trading objectives they delivered category-leading growth"; and they excel at "flexibility, adaptability and promotion planning".
Company's view: New products, such as McVitie's Mini Croissants, as well as additional flavours and variants helped support the trade last year, says Paul Graham, UK sales director, while healthier reformulations went down well.
Own label winner: Burton's Foods
Buyers' view: "Reliability and quality", while the company is also commended for "working very closely with us to develop a new range".
Company's view: "A top-to-toe review of how we manage this side of the business result has been a best-in-category approach to managing retailer relationships and producing products, packaging and formats that help drive volume and value growth," says sales director Richard Crabtree.
Bread & Bakery
Branded winner: Allied Bakeries
Buyers' view: "Excellent service level and sales support"; does a "brilliant job" at managing the account and building relationships with key members of the business as well as offering "a good promotional plan all year round, with reliable availability"; also commended for the launch of its Little Big Loaf.
Company's view: "The Little Big Loaf was a fantastic initiative but also very simple," says Martin Brewis, sales director.
Own label winner: Greencore Group
Buyers' view: Greencore Group has won the admiration of one buyer "because of their excellent work in understanding the customer and the marketplace with particular reference to seasonal and event opportunities".
Company's view: "We have reformed our licensing strategy and have been spending a lot of time on understanding our customers better," says Andy Ainley, commercial director for cakes and desserts.
Canned
Branded winner: Heinz
Buyers' view: Heinz understands customer needs and offers "strong account management and reliability"; it is "category-focused", with "good price-marked packs", and is "the most proactive supplier in the category".
Company's view: Recent innovations include doubling the tactical field sales team's size and improving availability from 93.5% to 96.4%, says Phil Jones, vice-president sales at Heinz UK & Ireland.
Own label winner: Premier Foods
Buyers' view: "Numerous new contracts awarded this year bringing manufacturing back to UK from Continental Europe. A strong own-label team with a can-do attitude". Others cite Premier's "good availability, pricing and consistent quality".
Company's view: "It was about boxing clever for the consumer and offering strong value within a climate of intense promotional activity," says Richard Fell, director of canning and commercial brands.
Cereal
Branded winner: Kellogg's
What the buyers said: "Strong promotions, focus on driving profit and under-performing lines, plus a category-driven approach"; Totally Chocolatey Squares is a "simple product" appealing to all, while Krave is "healthy and delicious".
Company's view: While promotions, pack size flexibility, good marketing and NPD are all important, "it still comes down to the people who interact with the customer", says Mike Taylor, UK sales director.
Own label winner: Weetabix
Buyers' view: "Good focus on health within the new product development delivered in 2009. Weetabix were also strongly strategically aligned and supported Asda's Every Day Low Pricing strategy, in-store execution was strong, and they delivered substantial operational change without impacting supply".
Company's view: "We're delighted buyers have recognised the service we provide and our hard work," says a spokesman.
Chilled
Branded winner: Kraft Foods
Buyers' view: "Kraft's strategy on [the relaunched] Philadelphia was key in our nomination. A strong category team has helped develop the business." It also garners plaudits for its constant development and review of the snacking cheese category.
Company's view: "With Philadelphia, we increased investment in research and marketing, our promotional and store spend," says Nick Bunker, UK and Ireland president.
Own label winner: Kerry Foods
Buyers' view: Buyers across the board talk of its understanding of the market and its emphasis on "producing consistently top-quality products".
Company's view: "We have invested significant resources in understanding the consumer and category trends: convenience, health and value," says Frank Hayes, director of corporate affairs. "Our emphasis has also been on innovation and high-quality restaurant-style added-value items."
Confectionery
Branded winner: Cadbury
Buyers' view: "True partners"; "tailored product solutions, category management insights"; "a strong and sensible promotion strategy and an innovative approach to packaging".
Company's view: Wispa Gold plus an "aggressive" push into bite-size chocolates with Raisin Clusters and Caramel Nibbles were key innovations, agrees Dave Pogson, UK sales director, as consumers appreciated affordable treats in the recession.
Own label winner: Tangerine Confectionery
Buyers' view: "Good quality, much improved service, and great account management". Others praise the "very wide portfolio" of the company.
Company's view: The acquisition of rival Monkhill in 2008 extended the portfolio and reach, agrees group marketing manager Helen Hartley. "Another key emphasis has been on more natural flavours and colours. This year we will be moving to 100% natural flavours and colours," she adds.
Crisps, nuts and snacks
Branded winner: Walkers
Buyers' view: "Unequalled category insight also in-store kit solutions. Do Us a Flavour was a brilliant way to drive sales"; Its promotional strategy, intensive execution, quality and account management are also commended.
Company's view: "We constantly raise the bar, providing unrivalled category insight and advice, promotions, NPD and marketing," says Jason Richards, vice-president of sales for PepsiCo UK & Ireland.
Own label winner: Tayto (Northern Ireland)
Buyers' view: "Good service levels, excellent quality"; others describe it as "easy to deal with".
Company's view: Focusing on basics product improvement, customer service and more space-efficient packaging has helped Tayto achieve its high rating, says commercial director John McQuaid. "We have also placed a greater emphasis on multiple customers looking to drive retailer-brand crisps and snacks."
Dairy
Branded winner: Unilever
Buyers' view: "Delivery of the most joined-up strategy, consequently delivered the strongest KPIs of all the BSM suppliers." Also cited is Unilever's work in delivering a national and local promotional campaign leading to "significant" growth in-store for brands such as Bertolli.
Company's view: Activity on Flora was centred around its Cooking in Schools initiative as well as its Gary Rhodes-fronted campaign for Flora Buttery.
Own label winner: Arla Foods
Buyers' view: "They consistently deliver, achieving 100% supply direct to stores over the worst of the winter weather." Others praise its "strong account management skills", flexibility and reliability.
Company's view: "Our focus on delivering 100%-service levels on time and in full is key," says business unit director for commercial Simon Stevens. "Our real challenge this year was coping with the panic buying of milk during the snow."
Frozen
Branded winner: McCain Foods
Buyers' view: "McCain's has helped drive cagtegory sales through understanding our business, excellent national advertising, consistent quality, full availability and ongoing promotional programmes, backed by a co-operative team".
Company's view: "We are pleased our investment to grow the category through our It's All Good strategy and focus on innovation has been recognised," says Nick Vermont, regional CEO.
Own label winner: R&R
Buyers' view: "An excellent year from a supplier committed to service and availability. It has a thorough understanding of the market and meets all expectations". Others praise its consistency, quality and prompt response to requests.
Company's view: While there has been some trading down in the recession, "the biggest trend has been the premium home-cinema night market a real shot in the arm", says marketing director Phil Griffin.
Hot Beverages
Branded winner: Kraft Foods
Buyers' view: "Prolific promotional activity"; "supportive in terms of promotional/availability to the exit strategy". The launch of Kenco 150g eco-refill pack was also praised as "the way forward to save unnecessary packaging".
Company's view: Kenco has been on a "sustainability journey" since 2008, says UK and Ireland president Nick Bunker, including switching to Rainforest Alliance beans and the launch of the eco-refill pack.
Own label winner: Fine Foods International
Buyers' view: "They have breadth of knowledge in their market, while keeping flexibility to be adaptable".
Company's view: "A lot of the emphasis has been on low prices, with some shoppers trading down," says managing director Austin Sugarman. "Suppliers are also having to contend with rising commodity prices and falling currency values. But there has also been a desire for NPD, sustainability and Fairtrade products."
Household
Branded winner: Procter & Gamble
Buyers' view: "An aggressive promotional strategy that drove category value, also good account management". Also praised are its "market-leading promotions", improved service and NPD.
Company's view: Launches such as Ariel Gel and Ariel and Flash with Fabrese helped to drive the category, says Geraldine Huse, UK customer business development (sales) general manager, with its Fairy Heritage campaign also working well.
Own label winner: McBride UK
Buyers' view: "Outstanding quality and service"; "product development speed and accuracy of execution"; "Proactive in spotting opportunities".
Company's view: "We have more insight now into both the consumer and the market, which enables us to react quickly with NPD or promotions," says Andrew Leydon, head of marketing in the household division. "There is also more customisation and differentiation of products."
Meat, Fish and Poultry
Branded winner: Lyons Seafoods
Buyers' view: Buyers across the board cite its "strong promotional support" as having been key to building the brand.
Company's view: "Key innovations included a wholesale revamp of the brand with new-look packaging," says Paul Vita, marketing director. "Gondola and promotional activity in multiples helped drive impulse purchases and attract new shoppers, as did the launch of Ready-to-Eat Smoked King Prawns."
Own label winner: Crown Chicken
Buyers' view: "Excellent service and quality"; "a prime example of a first-class product".
Company's view: "It is about reacting to buyer requests and ideas within 24 hours," stresses commercial manager Dennis Manley, as well as more frequent top-up shopping. A key innovation was the launch of larger chicken packs into Spar six months ago, followed by a brand redesign at the start of this year.
Personal
Branded winner: Unilever
Buyers' view: "Good relationship, with NPD that helped deliver growth, and strong promotional plan on the key lines"; "aggressive promotional plan" has helped to drive value in the category.
Company's view: "With innovative launches such as Sure Maximum Protection, and memorable ads, we meet shopper needs and work with retailers to ensure they merchandise effectively," says Matt Close, home and personal care marketing director.
Own label winner: Barony Universal
Buyers' view: "100% service, with difference and innovation".
Company's view: The company has successfully bounced back from a major fire in March 2009, which destroyed more than £1.3m of components and packaging, says MD Stewart Shaw. "A recovery plan achieved 100% service to most customers by the end of May. We have also appointed an analyst to establish a new customer service team and a chemistry PhD to improve our R&D."
Soft drinks
Branded winner: Coca-Cola Enterprises
Buyers' view: "Strong promotional strategy, good availabilities, account management skills, effective ads"; success in "driving distribution gaps"; "reliability of deliveries and brand execution".
Company's view: Coca-Cola remained the growth engine in 2009 "but the turbo-charger has been the energy segment", says Craig Smith, vice-president strategic marketing and planning, with key launches Relentless in 2006 and Monster last year.
Own label winner: Cott Beverages
Buyers' view: "A massive improvement in service level and new product development"; "great quality, service, account management, product development"; "technological expertise" and supply chain efficiencies.
Company's view: "Success requires a strong focus on quality at best cost. High service levels and active supply chain collaboration are a basic requirement," says Steve Corby, UK sales director.
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